It’s not too long ago that Studiocanal was considered something of a novice in the children’s and family sector, but, with one of the year’s bestselling titles under its belt – and with a family film at that – the company has proved itself more than adept at handling kids’ stuff.
And with Shaun The Sheep, due on June 1 on physical and digital formats, it is illustrating again its capabilities when it comes to this sector.
Among the numerous marketing initiatives (see below), the company has been hard at work on the PR elements of the film, with this smart little idea.
The company and agency DDA enlisted the help of Great British Bake Off winner Nancy Birtwhistle to show consumers how to bake their very own Shaun the Sheep cake.
The GBBO star was filmed showing how it was done, the clip distributed to assorted media outlets to pass Birtwhistle’s wisdom on.
As Studiocanal’s Kristin Ryan notes: “Along with blanket reviews, competitions, features and interviews, we’ve got some really exciting activity taking place including a regional tour of the Giant Shaun sculpture over half term and a special online Shaun cake tutorial with GBBO 2014 winner Nancy Birstwhistle.”
That’s not to forget the high profile elements though, as Ryan says: “Our event sized media campaign includes TV from bank holiday weekend, through half term and week of release, national roadside outdoor advertising, key press week of release and online advertising across kids and parents sites as well as significant search and social spend.”
There’s further in-store activity, with store staff wearing Shaun ears, while further promotional partners include Muddy Puddles wellies, Whippersnapper, Into Film and Pasta King, with a national ‘Pic-Knit blanket’ initiative with Rowan wool, while Shaun is also face of the Open Farm Sunday initiative and Camping & Caravaning Club’s push to get kids camping this summer.
It all bodes well for the home entertainment release, with the film aiding to add to its success – it’s already taken £13 million at UK cinemas.
Meanwhile, Studiocanal is now working on the next collaboration with Aardman, the Nick Park production Early Man, which, as its title suggests, is going to be pretty prehistoric… Given its recent successes and newfound family marketing nous, it should be a mammoth hit.
Tags: aardman, marketing, PR, studiocanal
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